Thinking strategically about customers: a view from the health and fitness industry

Abstract

Customer retention is considered to be one of the key areas for most service providers in the UK Health and Fitness Industry. Much of the existing research and activity concerning customer retention is considered at a tactical, operational level with little emphasis being placed on the strategic considerations that an organisation needs to consider in order to move toward a customer-centred philosophy. This paper suggests that customer retention levels can be improved by thinking more strategically about the organisational purpose, its resources and customers